In a world where consumer attention is more fleeting than ever, brands must continuously innovate to stand out in the minds of their customers. Enter interactive packaging – the game-changing trend that’s transforming the way products are perceived, purchased, and enjoyed.
But what exactly is interactive packaging, and why should your brand consider integrating it into your marketing strategy, especially if you’re a luxury wine brand? Let’s dive in.
Interactive packaging is not just a novelty but a strategic tool that enhances the customer experience, strengthens brand identity, and differentiates the product in competitive markets. In the wine industry, elaborate and engaging bottle packaging has long been a crucial component of the decision-making process for buyers, but with so many options out there, and with digital taking a bigger seat at the table, we must continue to redefine customer engagement.
Here’s the skinny…. Interactive packaging encompasses any packaging that engages consumers with the brand experience before, during, and/or after product use.
A few types of Interactive Packaging:
- Technology-Based Interactivity: Think AR (augmented reality) or QR codes. This option directs and engage customers “through” the packaging using technology to continue to tell the story.
- Multi-Sensory Experience: Going beyond aesthetics, interactive packaging stimulates sensory experiences through touch, hearing, or smell. Wine has this “built” in with the pull sound of the cork and the aroma.
- Reusable and Collectible Packaging: Did your dad keep those purple velvet Crown Royal bags, too? Make your packaging so inviting it gets to stick around: a stunning bottle, a gorgeous box, a cork with a quirky quote.
- Storytelling Through Design: Packaging that tells a compelling brand story through imagery and text guides consumers on a journey from first encounter to product enjoyment.
The bottom line…
According to Nielsen, a significant majority of modern wine buyers expect detailed product information and engagement, particularly younger consumers. This presents an opportunity to not only meet but exceed these expectations, gathering valuable consumer insights along the way. What’s in the bottle should be in the middle of the customer journey. By developing packaging that engages consumers before, during and after product consumption, brands can cultivate lasting emotional connections. This engagement transforms a mere product into a cherished memento, fostering brand loyalty and affinity long after the initial purchase.
Interactive Packaging Highlight: Influencer Box for Fantesca Estate & Winery
A show-stopping package that commands a special unboxing moment for those who receive it, this gift box creates a memorable first impression for Fantesca’s VIPs. With a soft-touch material, spot UV graphics and red foil on the outside, the inside includes room for a personal letterhead, custom foam molds for one of their bottles and two wine glasses, in addition to a Fantesca brand book that tells the story of their history, wines and team. This touches on all points of interactive packaging by creating an engaging and memorable experience.
Being a full-service agency, DT provided art direction, design, production and print management.
Header image courtesy of Freepik